Abstract
We proposed that nostalgic labels strengthen the appeal of food items when the items are intrinsically nostalgic (e.g., related to one's childhood). Nostalgic labels do so by fostering a sense of food comfort (i.e., safety and security) among potential consumers. Experiment 1, testing a Chinese sample, confirmed that nostalgic (vs. descriptive) labels strengthen purchase intentions of food items when such items are intrinsically nostalgic. Experiment 2 showed that nostalgic (vs. descriptive) food labels strengthen purchase intentions of intrinsically nostalgic items, and do so by virtue of their capacity to elevate food comfort. This experiment tested a U.S. sample, thus broadening the cross-cultural generalizability of the findings. Experiment 3, testing a Chinese sample, replicated the Experiment 2 findings using nostalgic versus descriptive labels of a food item, and ruled out the influence of an alternative mediator, perceived food healthiness. Finally, Experiment 4, testing also a Chinese sample, revealed that restaurant dishes are more likely to be consumed when advertised with a nostalgic (than descriptive) label. The current work makes theoretical contributions to literature on food consumption and emotions, and has practical implications for harnessing nostalgia for dietary purposes.
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